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The Digital Junk Drawer

Unmasking Your Brand: Build a Cult-Like Following w/ Kim of Oinopo

Ever met someone online and immediately knew: “Yep. I’d join your cult”? In this week’s episode of The Digital Junk Drawer, I’m joined by my internet obsession and branding cult leader—Kim from Oinopo . And yes, I would drink the Kool-Aid. Happily. Twice. Kim is building the kind of brand that makes people feel something—and if you’ve ever felt like your business doesn’t fully reflect your weird, wild, beautiful brain, this convo will crack you wide open (in the best way). We talked about being polarizing on purpose, turning your brand into a safe space, and why “toning it down” is the fastest way to lose the people who were already looking for you. This one’s not just juicy—it’s deeply unhinged and deeply honest. I laughed. I screamed. I grew three new brand archetypes just from absorbing Kim’s energy.
Broadcast on:
18 Apr 2025

This episode is for anyone who’s been told to shrink themselves to be taken seriously.

Kim (they/them) is a queer, neurodivergent brand strategist and designer who helps creatives rip the mask off, own their weird, and build cult-following brands rooted in truth, identity, and a whole lotta “I can’t look away” energy.

If I wasn’t aggressively straight, I’d be writing fanfic about them. But I’ll settle for being a loyal member of their online cult. Kim has that rare gift of making you feel seen and bolder for showing up. This convo? It’s the brand therapy session you didn’t know you needed—but will be thinking about for days.

We talked about: 
🌀 Why branding should feel like becoming—not branding
🎭 What it’s like to grow up weird and turn that into your business superpower
🛑 The dangers of being “professional” online
🚪 Why you should build a brand people want to knock down the door to join
✨ And what it really means to build a “cult of you” (spoiler: it’s soft, ethical, & fabulous)

In This Episode You’ll Learn:

✔️ Why you should be “too much” (and do it on purpose)
✔️ How to turn your identity into brand strategy
✔️ Kim’s origin story from post-COVID burnout to building a business that’s booked TF out
✔️ How to build a cult following with care, consent, and character
✔️ The difference between a brand that performs and a brand that feels like home
✔️ What happens when you stop editing yourself and start showing the hell up
 

If You’re Ready to Unmask and Unleash—This One’s for You.

🎧 Hit play and then hit me in the DMs with your fav line—I have 27 already tattooed on my heart.

Links + Love

🧃 Follow Kim at @ oinopo.com
🧃 Drink their newsletter. Devour their offers. Just go fall in love: oinopo.kit.com/newsletter



 

 

 

Ever met someone online and immediately knew: “Yep. I’d join your cult”? In this week’s episode of The Digital Junk Drawer, I’m joined by my internet obsession and branding cult leader—Kim from Oinopo . And yes, I would drink the Kool-Aid. Happily. Twice. Kim is building the kind of brand that makes people feel something—and if you’ve ever felt like your business doesn’t fully reflect your weird, wild, beautiful brain, this convo will crack you wide open (in the best way). We talked about being polarizing on purpose, turning your brand into a safe space, and why “toning it down” is the fastest way to lose the people who were already looking for you. This one’s not just juicy—it’s deeply unhinged and deeply honest. I laughed. I screamed. I grew three new brand archetypes just from absorbing Kim’s energy.